20/20: What do you think sets the new TUMI eyewear collection apart from its competitors?
Tatiana De Arruda Penteado: What sets the TUMI eyewear collection apart from the rest is that it’s luxury eyewear at an affordable price that doesn’t compromise on quality or style. The collection is made in Japan and infuses superior materials and blue light technology into a diverse range of frames that meet the needs of the busy lifestyle of the core TUMI customer. Not only are the frames very wearable, functional and comfortable, they are also modern and fashion forward. There is really something for everyone in this collection.
What signature design details from the brand's other accessories and products can be found on the new eyewear styles?
When designing the eyewear, we really went deep into the brand’s heritage to help inspire every detail in the collection. TUMI is well-known for innovation and exceptional quality so we looked at signature elements of the luggage and accessories such as high-end materials including lightweight carbon fiber and aluminum to add a luxurious and functional aspect, while details such as the ballistic and 19-degrees patterns really brought the brand DNA to life. Other standout features to note include the dedicated flex locker hinges that are a direct interpretation of the custom lock system found on TUMI luggage, as well as the addition of blue light blocking lenses that were added in one SKU of all optical styles to help combat eye strain from increased use on digital devices.
How do you plan to promote the new TUMI collection to new consumers?
To officially launch TUMI eyewear, we worked closely with our sales and marketing teams on a full go-to-market strategy to maximize awareness and create effective tools for our customers to successfully sell the collection. This begins with training. In addition to fully educating our sales force on the line, we also created in-depth customer training resources including videos, a one-sheet and presentation that cover the brand history as well as give a closer look into all the core features and benefits of the product collection. These can be found on our resource center here: derigoresources.us
Additionally, with the support of the trade press, we were able to promote the collection heavily through editorial, advertising and e-blasts to get the word out and have created a number of promotions for our customers to take advantage of to help the sell-in of the collection. This includes receiving an exclusive TUMI luggage piece (valued up to $395) with the purchase of 24 or 48 TUMI sun and/or optical frames as well as receiving a foldable readers or slim lock display with the purchase of 10 or 20 TUMI reader frames now through Sept. 30. Customers who are interested in taking advantage of these exciting incentives can visit our website for more details or reach out to [email protected].
Learn more about the new TUMI eyewear collection from De Rigo REM here and here.
